Bing, the bunny and his friends from the animated British children’s series, will be a prominent part of this year’s BBC Children in Need activities. The characters will be seen wearing their own “Pudsey” ears as they join the BBC Children in Need mascot in ads, on merchandise and throughout fundraising events.

“We are thrilled that ‘Bing’ has been chosen by BBC Children in Need,” says Mikael Shields, chief executive officer and producer and series voice actor, Acamar Films. “The values that make Bing so important to our Bingsters, such as kindness, empathy and looking after one another, fit seamlessly with BBC Children in Need and we are delighted to see Bing and Pudsey inspiring young children in support of this wonderful cause.”

The characters will also be featured on “The Children in Need” website (via The Bing Store), with coloring sheets and crafts for kids, and apparel, an apron, mug and towel for adults.

This campaign will continue until the ‘Children in Need’ Appeal Night in November.